Travel Associates were needing to increase sales for their premium cruise experiences. After twelve months of marketing to their customers, digital marketing was not producing the required results.
A premium cruise marketing campaign was designed to specifically incorporate digital and print media. The strategy consisted of producing a 16 page bespoke brochure, inspiring customers to explore new destinations and book their dream cruise holiday.
Essential to the success of this campaign was a highly personalised flysheet with a strong call to action, incorporating the customer’s local travel advisor details.
To enhance the imagery in the brochure, finishes included a premium paper stock, soft touch cello and a custom spot UV design, delivering a luxe tactical experience for their customers. Encased in a clear envelope, the creative design was instantly visible to spark interest when delivered into the customer’s letterbox.
Travel Associates targeted 6,000 of select customers who had not purchased within a two year period.
Leveraging print and mail to drive bookings delivered results
So how did the campaign perform within the different channels? The digital campaign delivered a good return on investment, generating 138 bookings with a total transaction value of $700,000. The print component out performed expectations delivering a higher return. The direct mail campaign generated 700 bookings with a total transaction value of over $7,000,000.
Personalised direct mail proved a win for Travel Associates. The benefits of a highly personalised direct mail piece targeted to relevant customers, increased customer engagement and sales.